From Chaos to Confidence: Mastering Your First Pharma Launch

Executive Summary

• • The stakes are enormous: Data across US launches between 2012 and 2021 suggests around one-third of launches fail to meet expected sales forecasts in year one, with less than 20% showing significant recovery in subsequent years.^{1, 2}

• • Smaller organizations face specific challenges: With less commercialization experience, resources and launch excellence infrastructure to lean on, navigating launch readiness can be critical for company survival.

• • Crisis mode is avoidable: While the pressure of launch is inevitable, the emotional burnout and “fire drill” mentality can be mitigated through application of the 5 Fundamentals of Launch Excellence

• • Setting up for success: By considering ‘where to play’ and ‘how to win’ to define ambitious but realistic strategic objectives, smaller organisation can leverage the increased speed and agility that comes from close-knit teams to enable faster decision-making and innovative approaches that can outmanoeuvre larger competitors.

• • Your “launch team” extends beyond payroll: Redefining the launch team to include trusted vendor partners provides essential expertise and bandwidth that small organizations need, to prepare professionally and compete effectively.